“During the 1999 holiday season, the managers of Amazon’s fledgling toy division were worried they wouldn’t be able to meet surging demand for Pokémon toys. So they bought out the entire Pokémon inventory of the Toys “R” Us Web site, which shipped it to Amazon free. Amazon surely sold the toys at a loss. But guess who had happier customers that year?”

– http://www.nytimes.com/2013/11/03/books/review/brad-stones-everything-store.html?ref=todayspaper